Good advertising : and where it is made

CHARLES A

EX Libres

PLEASE HAVE THIS BOOK AVAILABLE

FOR QUICK REFERENCE

DURING OFFICE HOURS

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My business is the necessary one of
selling goods by the use of type,
ink and paper.

It requires, first, a definite plan
made to fit the business under consid-
eration. The plan varies according
to conditions and the result desired

just as the plans for a cottage and a

TITAS LEME LN TER NEY TINY ETT ONTO Ee Ne IIR TR TT Me UOTE Deo a ee

skyscraper differ in design and detail.

The ability to make a successful
plan, either in advertising or in archi-
tecture, must come from training,
experience, and perhaps some natural
aptitude.

A business man uses law, medicine,
architecture and advertising.

The wise man buys what he needs
of the training and ability of special-
ists in each line and so leaves his time

and mind free for the practice of the

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things for which he is fitted by his
own aptitude and training.

A good working plan secured, the
Fest 15. ‘detail—-but: it is important
detail, the execution of which calls
for a technical skill that is acquired
only by long and studious experience.

No matter what natural ability a
man may have, a knowledge of types
and inks; of engraving, electrotypes
and presses; of drawing and painting
and writing; of newspaper rates, cir-
culations and values, is not born with
him and must be secured by either
training or purchase.

The fact that no one man can
possibly learn and know all of the
details of all of these things is the
force which has led me to gather
around me the staff and equipment

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THE. YOUNG MAN
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of which the pictures in this book
give evidence.

It is the only equipment of its kind
in the world.

mid THere. 1s. oy leaste part) of It
that is not necessary in the operation
of a really efhcient advertising
agency.

I call it an advertising agency for
want of a more satistactory name.

We do all the work of the old-
style advertising agent, but the work
that we do that he does not do is the
most important of all.

His work represents twenty-five
per cent of the whole.

Ours 1s one hundred per cent.

We start with the proposition that

good advertising can be profitably

used in any business.

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THE FINANCIAL END
OF THE BUSINESS
IS IN GOOD HANDS

Any business can be increased by
some form of advertising.

And advertising means more things
than are usually considered.

When we say advertising we mean
anything which brings to possible
customers a knowledge of the facts
about the business. This may be
done by word of mouth, by letter,
by printed circulars, by newspaper
space, bulletin @ boards, street \.car
cards, signs, or otherwise.

Whesarst thing. tom cmd) outs (tlie
kind of advertising required by the
business under consideration, and the
quantity of such advertising that can
be purchased tor the amount of
money available.

Our prospective customer knows

the kind of business he wants, and

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THE: GENER AL
MANAGER IS THE
MOST MODEST MAN
ON. THEO PLACE

the amount of cash he is willing to
devote to its acquirement. On these
facts we base our plan.

Our prospective customer comes
to us with the facts about his goods,
his methods and _ his advertising
appropriation. We pump him for
all the information we can get.
When we feel that this information

is reasonably complete we study the

proposition and outline a definite

plan completely, down to the small-
est detail.

This plan, in writing, is submitted
for our client’s approval and is then
subject to his ‘criticism and we ‘are
open to any suggestions for its better-
ment.

For the work so far we make a

reasonable charge, and at this point

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THE LITERARY LOOK
OF. THIS PLACE GS
QUITE IN KEEPING
WITH ITS CHARACTER

our client is free to take his plan and
have it executed elsewhere, or not to
have it executed at all.

If our plan, or a modification of
it, is adopted, and we are given the
order for its execution, the amount
of the fee charged is credited on the

first bill for work executed.

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After the plan is approved, the

specifications and all the information

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available are transferred to our liter-
ary department.

In this department eight writers
are available, and the necessary
writing is done by the one whose
training best fits him to handle the

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ENGLISH AS SHE
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comprehensive library of books, trade

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papers, catalogues and _ advertising
matter of every description. It is
hardly possible that a subject can be
presented on which there is not on
file considerable information. It is,
in fact, rather unusual that a subject

is presented on which we have not

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already done satisfactory work.

From the literary department the

work passes to the art department

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for illustration, if illustrations are
needed.

In this department six artists, each
with some particular and distinct
ability, work under the direction of
a competent head. As shown in the

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OPENING FROM THE
STENOGRAPHERS’ ROOM

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pages of the leading magazines and

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trade papers, their work speaks for
itself.

The first work of the art depart-
ment is to make preliminary pencil
sketches which, with the literary
matter, are sent to our client for

approval or suggestion. Anything

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which at that time seems unsuitable
or undesirable may be changed, or
revised, or may be rejected altogether,
when an entirely new substitute 1s
made.

When both matter and designs

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have been approved and our client’s
O. K. with his autograph appears on
every piece, finished drawings and
engravings are made.

According to the nature of the

work, the completed engravings and

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THE, HEAD. OF “THE
ART DEPARTMENT
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NEWSPAPER RATES
HAVE TO BE FIGURED
VERY CAREFULLY

the copy go either to the magazine
and newspaper department or to the

printing department.

The newspaper and magazine

department is in charge of a man

who knows the rates for space so well
that we are satisfied to write in our
contracts for such work, a positive
guarantee that our client, in no case,
shall pay more for the space he uses
than is paid by anyone else under
like conditions, and that if at any
time it can be shown that anyone
else does pay less we will make good
the difference in cash. I think there
can be no stronger guarantee, and |
think that this guarantee definitely

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disposes of the question of who
gets the lowest rates?”

If our client’s work calls for news-
paper and magazine space, the

engravings and copy are handled

from this department, and the client
has no detail to look after except the

detail of paying his bill promptly.

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If the matter is to take the form
of circulars, cards, letters, booklets,

catalogues, or any of the many other

forms of printing, the engravings and

copy go to the printing department,
which 1s fully equipped for the execu-
tion of such work as we do.

In this department the work is of
sufhcient volume to permit us to
have made for our exclusive use,
various qualities and colors of paper

and cardboard which are not available

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THINGS OCCUPY CON-
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to other printers, and which give our
client’s work a distinctiveness which
adds materially to the force of the
advertising. Of some varieties of
paper and cardboard we are perhaps
the largest consumers in the country,
and we carry these particular things
in stock in larger quantities than any
jobbing paper house in America.
With the copy and engravings the
printers receive instructions, either
from the literary or art department,
as to what is required in the way of
type, ink and paper, and proofs are
not sent to our client unless they are

definitely requested.

From the printing department the

finished work is sent either to our

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ING IS DONE BY MAIL

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client or to our own addressing
department.

In this department we are prepared
to furnish lists of names for all pur-
poses, and here also we keep on file
the lists supplied to us by our clients
for the execution of their work.
Dieehsts of cach. client are~ kept
separately, and the names on one
list are not available for use on

another. The lists supplied to us

are always the property of our
clients, and the information contained

in them is regarded as strictly con-
fidential.

Mail matter for these lists is
addressed at the required time and
either mailed promptly at the New
York post office or sent, by express

or freight, so that our chent may

Stevia erwi teres

Ore etna

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have the matter dropped into his

own post office at the proper time.
The output of this department 1s

measured by millions every year.
The point that we try to impress

upon business men is that we are

fully equipped in every way in every
department for the execution of any

AMS AMAL ips SERIAL > Mh a a i hw aan ka a hl A a BN ae a bel ed gt

and all kinds of advertising.

Everything in legitimate advertis-
ing is in our line, and we have the
ability and equipment to handle it
properly.

As the business has grown it has
been found expedient to locate
branch offices in some of the larger
cities to facilitate our work with
present clients and to enable us to

get promptly in touch with new

ones.

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No work is. executed in any of

Aud ae]

these offices, but the man in charge
Oi eacn one, «being thoroughly
acquainted with our metheds of work,
is able to explain them more satisfac-
torily than could be done by mail.
He 1s able also to get from our clients

the kind and quantity of information

AAA YB SrA 3 aba ao a Ob LA la iN i Lod eh ett

that we require before we can do the
best sort of work.
The location of these offices is such

that there is no point east of St. Louis

Fh AI Ral RR alae GS bi a a TA ALUN le OL y

or north of Washington that is more
than a dozen hours away from us.
Within this territory we are ready to
go to any place, at any time, to
place our proposition before the man

who means business.

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| 4

THE MANAGER OF THE
CHARLES AUSTIN BATES
SYNDICATE DOES _ BUSI-

NESS WITH SEVERAL
THOUSAND MERCHANTS

The Charles Austin Bates Syndi-
cate does business with thousands
retail merchants. Although it is
called a Syndicate, it offers a service
which differs from that of any other
advertising syndicate in the world.
It offers real help to the average

retailer in the smaller towns in pre-

ae tine a 3 Ma hl ak ae OR AA LAL hh La ate le PIN TRS IE NET

paring effective and business-bringing
advertising, and this help is furnished
at a comparatively small expense.
An initial fee of ten dollars secures
the service, one of the greatest privi-
leges of which is that of buying cuts
at the cost price of sixteen cents each.
While this is an important part of
the service, it is not the entire service
as the ten dollars alone, without the

cut privileges, pays for help of an

invaluable kind to every retail

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THE BUSINESS IS ONE
OF MU Cat CORE E-
SP OIN DENCE. 22ND
M AN Y “DE iséel irs

merchant in the way of advertising,

LEA ELPA eg a and ae

good store keeping, window dressing,
changing from credit to cash, and all
the other problems which vex the
average retail merchant.

In addition to this particular ser-
vice the Syndicate also has a service

tor larger retailers who desire special

NOAA TE PELE OTT NIN IPONT RY EIT OSI Tee TC eR Ne EP eT eT TTT

cuts made for them, and who wish
special ads written for them. This
service costs more than the other
plan, but less than such helpful work
would cost by any other method.
The business done by The Charles

Austin Bates Syndicate, while small

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in its individual items, is immense in
the aggregate.

The retail merchant 1s the bone and
sinew of this great country. Upon

bin ‘the manuiacturer and jobber

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PROOFS OF 10,000 SYN-
DICAT EV CUWLS FOR
RETAILERS REQUIRE A
ROOM FULL OF SHELVES

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A BOOK OF READY-
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FOR EACH IMPOR-
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THE SALE OF SYNDI-
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THE BOOKKEEPING

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aceite is Ciererere “or the ereatest
importance to these same manufac-
turers and jobbers that the retail
merchant shall be supphed with that
sort of advertising, which will help
him sell the most goods at the best
profit in the shortest time.

SS As AALS AAA ARF SAT ASN iD Abr eS a cA GGT cia RS RIL RULE TO MLS ORILLIA, eLuiteloinLlisnbiceebutess

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ONE. END VOF THE
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PHILADELPHIA OFFICE
DREXEL BUILDING

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MARQUETTE BUILDING

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BOuS di Oo iN Or Pr avGee
186 DEVONSHIRE ST.

The Charles Austin Bates Build-
ing is in course of construction at
Longacre Square, New York City.

It will be sixteen stories high, and
when completed will represent an
investment of $250,000. It will con-
tain 35,000 square feet of floor space,
all of which will be utilized in the
different branches of the business,
described in the preceding pages.
There will be plants for engraving,
electrotyping, printing and binding.
There will be floors for the exhibi-
tion of machines, inventions and
manufactured articles of foreign and
domestic concerns which seek a
market in New York and surrounding
States. The exposition department
will act also as selling agent, and will

contract for the exploitation and

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actual sale of goods, by advertising
and otherwise. There will be room
in the building for about two hun-
dred exhibits of varying size.

It will be the only important
building in any city of the United
States the entire space in which 1s
devoted to the advertising business.

Not only will it be devoted solely
to advertising but to the business of

a single concern.

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ADVERTISE

and where it iv made

4

CHARLES AUSTIN BATES

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NEW YORK.

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